FOUR ROSES BOURBON:
A HIDDEN GEM
Consumer & Culture Context | StrategIC TERRITORIES |
The Challenge
Increase brand awareness in the UK and drive sales. Give this hidden gem wider recognition.
The Work
Four Roses Bourbon is one of the best bourbons out there and the brand wanted to extend the appeal in the UK. I was tasked to help Vilvaldi provide Four Roses with an answer on who best to target, what makes them tick and a series of creative territories for consumer testing.
Our sweet spot audience was millennials who are fueled by curiosity, social clout and recommendation sharing, who we dubbed the Discovery Generation. This segment loves discovering and sharing the hidden gems with their friends, so would be a perfect fit for Four Roses.
After testing the campaign ‘Don’t Mention It’ was launched in Spring 2023.
The Role I Played
Audience, Category and Cultural Insights & Research
Creative Territories Development
The Impact
Awaiting Results.
